1 | 29-06-2020
Consumption Motives &
Hypothetical Biases
The differing effect of consumption motivation on the magnitude
of hypothetical bias in Choice Based Conjoint analyses.
Samradha Sanjeev S2884577
MSc Marketing (Intelligence) Thesis Defence
1st Supervisor: Dr Felix Eggers
2nd Supervisor: Dr Keyvan Dehmamy
Importance
• Empirical evidence to support theory that
has not been tested yet
• Support existing theory on hypothetical bias
• Results to suggest further research
Academic
• Motivation to reconsider Incentive Aligned
studies:
• Cost effective
• Overcome logistic problems
Theoretical Foundation
ELM
[1]by Petty et al
vs
Research Method
› 3 x 2 within subject design (n = 247) based on
condition and situation:
§
Hedonic (For social event) vs Utilitarian (Dentist
advice) vs Neutral (Facts about toothpaste)
[3]
› Toothpaste:
§
Hedonic: Flavour, Freshness, Colour
§
Utilitarian: Whitening, Cleaning, Ingredients
§Price
Data Analysis
› Involvement
[4]: No significant difference between situations
› HED/UT scores
[5]:
§
Manipulation check: No significant difference between
conditions
§
Attributes: Significantly different* but surround 3.
à
PCA for each attribute to give a hedonic and utilitarian
scaling.
Presence of Hypothetical Bias
Attribute Importance
Magnitude of Hypothetical Bias
Hedonic Condition
Utilitarian Condition
Discussion & Limitations
› The use of toothpaste as a product
§
Low price elasticity
[6]
could cause the lack of
increased involvement.
› Hedonic vs Utilitarian Condition
§
Adjective pairs in HED/UT scale might not be as
appropriate
§
“Sensory/Not Sensory”
› Improvements:
References
[1] Petty, R. E., Cacioppo, J. T., & Schumann, D. 1983. Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2): 135.
[2] Dhar, R., & Wertenbroch, K. 2000. Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1): 60–71.
[3] Botti, S., & McGill, A. L. 2011. The Locus of Choice: Personal Causality and Satisfaction with Hedonic and Utilitarian Decisions. Journal of Consumer Research. [4] Mittal, B. 1989. Measuring Purchase-decision involvement. Psychology & Marketing. [5] Voss, K. E., Spangenberg, E. R., & Grohmann, B. 2003. Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3): 310– 320.
